New brand launches for London 2012

Article No :194 | June 4, 2007 | by Alex Schleifer

The new brand for the London 2012 Olympics has been revealed. Apparently it’s meant to be “dynamic, modern, flexible”, “user-friendly” and seen on “social networks and mobile phones”. Too bad it’s horrendous then.

I actually think it’s a good departure from the standard logo design for Olympics and World Cups. It’s also very unique in that it doesn’t appear to be inspired by anything that’s “hot” today (i.e. by Web 2.0-like design)

If someone in my shop had provided that as a design I’d have sacked them on the spot. In my two decades of design and branding I have to say that that is simply the most horrible logo (and they’re calling it a “brand”?) I’ve ever seen. Awful. And you wonder why our profession is considered a joke. Laughable.

If someone in my shop had provided that as a design I’d have sacked them on the spot. In my two decades of design and branding I have to say that that is simply the most horrible logo (and they’re calling it a “brand”?) I’ve ever seen. Awful. And you wonder why our profession is considered a joke. Laughable.

I actually think it’s a good departure from the standard logo design for Olympics and World Cups. It’s also very unique in that it doesn’t appear to be inspired by anything that’s “hot” today (i.e. by Web 2.0-like design)